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Green pride in sustainable versus premium brand decisions

2022-09-06Artigo científico Acesso restrito
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dc.contributor.authorMaior, Cecília Souto
dc.contributor.authorMantovani, Danielle
dc.contributor.authorPinto, Diego Costa
dc.contributor.authorFerreira, Mário B.
dc.date.accessioned2024-02-19T13:40:03Z
dc.date.available2024-02-19T13:40:03Z
dc.date.issued2022-09-06
dc.date.updated2024-02-01T17:31:52Z
dc.description.abstractPurpose – Earlier research indicates that brand choices may display different identity signals, such as altruism and benevolence for green brands or high status and exclusiveness for premium brands. This research adds to the literature by exploring how opting for green (vs premium) brands leads consumers to feel authentic (vs hubristic) pride. Design/methodology/approach – Three experimental studies were conducted to test the hypotheses related to green versus premium choices (Studies 1–3), public accountability (Study 2) and the underlying process of anticipated judgment (Study 3). Findings – The findings reveal that choosing a green (vs premium) brand results in higher authentic pride and lower hubristic pride. However, the green pride effects were only observed when consumers’ brand choices were publicly accountable. Finally, anticipated judgment mediates changes in authentic pride driven by green (vs premium) brands. Originality/value – The study findings contribute preponderantly to the green consumer behavior literature and practice by providing primary evidence that green (vs premium) branding can trigger distinct patterns of pride in comparative decisions.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationSouto Maior, C., Mantovani, D., Pinto, D. C., & Ferreira, M. B. (2022). Green pride in sustainable versus premium brand decisions. Marketing Intelligence & Planning, 40(7), 821-836. https://doi.org/10.1108/MIP-03-2022-0117pt_PT
dc.identifier.doi10.1108/MIP-03-2022-0117pt_PT
dc.identifier.issn0263-4503
dc.identifier.slugcv-prod-3201632
dc.identifier.urihttp://hdl.handle.net/10451/62710
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherEmeraldpt_PT
dc.relationResearch Center for Psychological Science
dc.relation.publisherversionhttps://www.emerald.com/insight/content/doi/10.1108/MIP-03-2022-0117/full/html?skipTracking=truept_PT
dc.subjectGreen consumptionpt_PT
dc.subjectPremium brandspt_PT
dc.subjectPridept_PT
dc.subjectComparative choicespt_PT
dc.subjectChoice justificationpt_PT
dc.subjectSustainable consumptionpt_PT
dc.titleGreen pride in sustainable versus premium brand decisionspt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.awardNumberUID/PSI/04527/2019
oaire.awardTitleResearch Center for Psychological Science
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FPSI%2F04527%2F2019/PT
oaire.citation.endPage836pt_PT
oaire.citation.issue7pt_PT
oaire.citation.startPage821pt_PT
oaire.citation.titleMarketing Intelligence & Planningpt_PT
oaire.citation.volume40pt_PT
oaire.fundingStream6817 - DCRRNI ID
person.familyNameSouto Maior de Brito
person.familyNameMantovani
person.familyNameFerreira
person.givenNameCecília
person.givenNameDanielle
person.givenNameMário
person.identifier.ciencia-id4516-EB6F-6B91
person.identifier.orcid0000-0003-3413-7331
person.identifier.orcid0000-0001-7456-304X
person.identifier.orcid0000-0001-8962-7157
person.identifier.scopus-author-id14625840600
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.cv.cienciaid4516-EB6F-6B91 | Mário Boto Ferreira
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublicationd86de84e-88d4-436b-b0af-a353223a637b
relation.isAuthorOfPublication3e98115b-2a07-4ab3-ac32-d734ebdf479f
relation.isAuthorOfPublicationdfa3600e-c757-446d-b436-d3dd83cc93d3
relation.isAuthorOfPublication.latestForDiscovery3e98115b-2a07-4ab3-ac32-d734ebdf479f
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